Known for its performance-oriented, innovative sport eyewear, Smith Optics launches Smith Rx. Smith’s ophthalmic collection is an American-Italian collaboration constructed of such premium metals as titanium, stainless steel and hand-made acetate. Quality spring hinges, adjustable nose pieces and moldable temples are combined with graphic applications and logo treatments. The initial collection consists of seven performance-oriented frames, including two with the company’s Interlock technology, and 14 sport fashion styles. With this new Rx collection, Smith introduces its proprietary Interlock interchangeable lens technology to closed frame styling. Interlock frames feature a hidden mechanism, which gently pries open the frame with a twist of the temples, allowing for quick and secure lens changes.


PHILOSOPHY: “Bringing our foundation of sport-tested performance, award-winning innovation and solid quality to the optical world, Smith hits the ground running with an initial market entry that represents the marriage of sport and fashion,” says Greg Randolph, Smith P.R. communications manager.

MARKETING: Merchandising materials include three display options--double-wide, medium and countertop--all with optional racking systems, removable mirrors and shelf/shelf stacking system; nine-place display rack; single-frame risers; mini-shelf system for existing displays; stacking display, posters, duratrans posters, countercards, card holders, banners, static stickers, countertop mirror and hanging icons. The Interlock styles come with a hard zipper case with a micro-fiber extra lens storage sleeve; other styles have a leather snap case.

PRICE POINT:  $$ (acetate, steel & combos); $$$ (titanium, Interlock). For additional information, contact: www.smithoptics.com

INSIGHT
Based in Sun Valley, Idaho, Smith Optics was founded in 1965 with the creation of a goggle featuring a sealed thermal lens and breathable vent foam. Today, Smith is known for its diverse line of sunglasses, goggles, Rx eyewear and helmets and is sold in more than 50 countries.